Baguettes 70% Cheaper Than at Bakeries
Traditional Bakers Strongly Protest
Some major supermarkets in France are facing backlash from traditional bakers after they began mass-producing baguettes in factories and selling them cheaply, despite baguettes being a staple food for the French.
According to Le Figaro on September 1 (local time), with the start of the new school year, local supermarket chains such as Lidl and Aldi have introduced baguettes priced at 29 cents (about 470 won). This is approximately 70% cheaper than the average price of a baguette at bakeries in France, which is 1.09 euros (about 1,700 won).
Dominique Anract, president of the French National Confederation of Bakery and Pastry (CNBP), is strongly opposing the sale of factory-made baguettes by major supermarkets. He criticized these factory-made baguettes as a "bait to attract customers" and expressed concern that they would lead to an overall decline in quality across the baking industry.
The reason supermarkets can sell baguettes for around 400 won is that their labor costs are lower than those of traditional bakeries. Anract explained, "Labor costs account for more than 40% of production expenses in bakeries. Artisan bakeries spend more time on dough, shape the bread by hand, and bake it on-site. Sometimes, fermentation alone takes several hours."
In contrast, supermarkets produce baguettes through automated processes. Anract pointed out, "They can produce 10,000 baguettes per hour, while a baker can only make 400 to 600 a day. There are no people in supermarket baguettes-only machines." He also noted that fixed costs, such as building rent and utility bills, affect the price of baguettes, with these fixed costs accounting for about 20% of the price.
Thomas Braun, a purchasing manager at Lidl, explained on RMC Radio, "For us, baguettes are a mass-produced item, and our highly efficient operational model enables significant economies of scale."
This is not the first time there has been controversy over baguette prices in France. In 2022, major French retailer Leclerc announced that it would fix the price of baguettes at 0.29 euros despite rising prices, sparking public backlash. At the time, farmers, millers, and bakers issued a joint statement criticizing Leclerc for "waging a campaign of value destruction."
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